Everyone is talking about Skittles.com bold move. However, many are focusing on what I believe to be of lesser importance, the execution — the “widget” that sits in the upper left-hand corner of the browser with links that point to places where Skittles has a presence: Flickr, YouTube, Wikipedia, Facebook, etc.
While the way this was done may appear faddish, the fact that it was done denotes a trend. For a moment, let’s look past the execution to the philosophy that drove it and focus our attention on what is of prime importance.
I see four factors:
First, Skittles bucked conventional wisdom about what corporate brand sites should be, especially those of packaged goods companies. Compare, for example, Skittles to Jelly Belly and Reeses.
Second, this experiment pays homage to the importance social media has on building a brand’s reputation. Mashable’s Stan Schroeder said it best: “We won’t see all corporations do a complete social media makeover [à la Skittles] anytime soon, but we will see them give more and more importance to the various social channels out there.”
Third, Mars recognizes that the strength of a brand relates to how much conversation there is about it. And, right now, there’s a lot being said about Skittles. (If you think about it, Skittles “rainbow” analogy plays well in this respect. Social media is, after all, a panoply of voices.)
Fourth, it is also a recognition that what the consumer has to say is at least as important as what the brand has to say. It is an acknowledgment that the brand and its consumers can and should partner in co-creating brand reputation and buzz.
Whether this experiment will prove to be a win for Skittles remains to be seen. What it is is a win for the importance of social media and the impact it is having on both commerce and culture. To create a Web property of any sort without at least considering the incorporation of some element of community is fatuous, even haughty and a blatant disavowal of the value such community provides.
Today is a day for celebration. Out with conventional wisdom on what a corporate brand Web site should be… out with Web 1.0 ways of thinking… in with co-creation, collaboration and community. I believe what Skittles has really done is set a “memorial stone” in place, one that recognizes the ascendancy of social media to a new level of importance. (Is it safe to assert that social media is now “mainstream?”)
So, if you feel similarly, embrace the rainbow and celebrate with a big bag of Skittles!
I think it’s definitely served them well in that it’s getting so much discussion and so many “tweets.” It’s interesting that a corporate site is actually getting to be as “out there” as an ad agency site. It kind of mimics modernista.com, which debuted a small presence wrapped around social media some time ago.
too bad its a complete and total rip off of modernista’s site.
shame
@reason – Are you suggesting that the execution can or should only be done once? That somehow Skittles variation on this theme is illicit? I disagree wholeheartedly. It’s not off-limits at all. That’s not to say everybody ought to follow their example, as pretty soon it will get old. Skittles opting to take this tack was still novel, considering the amount of buzz generated.
But, that’s why I kept my focus away from the “how” and put my emphasis on the “why.”
sorry I disagree… there is no strategy here only execution.
The social media space continues to find stranger and stranger measures of success.
@pfurey – I disagree with your disagreement.
I think there is some element of strategy at least and it has to do with what Stan Schroeder said. Giving more importance to social channels is a strategic move and a tactical one as well.
@Kevin – It’s all about pushing the envelope Kevin. They could have done just what every other corporate brand site did. Ho-hum. I appreciate the fact they stuck their necks out to do something buzzworthy if not controversial.
Bottom line?
1) They did it. (Took action).
2) We’re talking about it. (It’s literally remarkable).
Until this week, I had never visited Skittle’s website… and probably never would have.
I don’t think I’m going to go out of my way to buy a pack of Skittle’s today because of it… But I do think they’re a bit more hipper and cooler because they’re embracing the trendy technology.
(I’m wondering how their younger, wired target feels about all this)
So with all the buzz about #skittles – it begs the question: http://isinterwebthefuture.com?
Paul, Great Post
I am not a marketing guy, just a Small Business owner, with a passion for marketing and an even greater passion for Social Media.
We practice Social Media Marketing at our boutique apartment management company, and have experienced excellent results.
I for one loved the Skittles Campaign, and find it preposterous that so many SM folks are criticizing them. There are No Rules here, and hats off to folks for trying something new.
At the end of the, the only thing that matters is this, Did they sell more candy, I bet the answer is Yes. And, did this marketing campaign cost less than a traditional one, I bet the answer is Yes, Much Less
@Eric – I appreciate your pragmatic, commonsense approach to this discussion. I’m sure Agency.com had some clear ROI goals in mind (or ROE…Return on Engagement) when they designed this campaign. (And that’s what it is in my view.)
Despite the criticisms, I still think this is an important event, one not to be taken lightly or easily overlooked. I’m not the only one who thinks so either. Brian Morrissey (http://bit.ly/JXhT3) and David Armano (http://bit.ly/QmAnV) share some very salient insights on their respective posts. I scratch the surface. They mine the depths.
Paul,
I used this example (and the Modernista site that’s a predecessor to Skittles) in my AMA TechnoMarketing class this week – most of the class attendees responded in unison on how innovative the concept was, and more to the point how relevant it was considering that, in their collective opinion, Skittles, as a brand, might not have much to say (really, how much can you say about flavored/colored sugar balls) but that the ‘community’ could say a lot, and making them ‘famous’ was a heck of a lot more valuable than anything skittles might say.
In my own opinion, and perhaps this has already been said, I think that there is a ton of strategy here. I feel that Skittles has realized that “it shouldn’t take itself too seriously” (it’s candy, of course it shouldn’t) and has aligned it’s digital front door to reflect that reality.
In fact, this may be a great ‘website hybrid’ going forward that allows companies to engage in social media. For example, an organization might have a full website, but link you off to the other conversational detours (Twitter, Wikipedia, etc…) and leave you with a ‘minimized browser widget’ that keeps the brand presence there while you traverse through social media…that “could” be cool…
Did it sell more candy at retail?
If yes, good move. If no, waste of time. They know if this worked and I haven’t heard anyone pick it up. This might be the answer to the question, frankly.
Social media for social media’s sake is like PR for PR’s sake. If it doesn’t move the needle, it isn’t helpful. Buzz doesn’t matter if it isn’t linked to more people buying more stuff. The only benchmark here that matters is incremental sell through.
So – anybody got that answer?
@dana – You really get my point and added real value to the conversation about it. Yes, there is a ton of strategy here, and I’m really happy you saw that in terms of execution as well as the underlying philosophy or principles.
I love the idea you proffered about using a widgetized version of the site for scouring the social media channels. Serves a similar purpose as a microsite if you ask me. I bet we’ll see more of this sort of thing.
@Stephen – Yes, ROI is the bottom line, but that’s stating the obvious isn’t it? The same can be said for billboards, TV commercials, print media, or any other form of advertising. I don’t know that they’ll see a bump, but at least they didn’t spend the kind of money it would take to produce a 30-second spot.
Innovation has value of its own I believe.